In 2006, mobile commerce first made a meaningful appearance on the scene. A lot of it was targeted to the youth audience, as they had the greatest familiarity with the medium and could overcome the usability hurdles associated.

Tools such as chat clients are standard fare on many phone platforms, or basic tools such as a small WAP browser. Mobile sites with content for the younger market, such as Twitter's social networking platform, have proliferated because they provide content and information tailored to the lifestyles of the audience. It is extremely important to remember that kids and adults want different things from their devices. Adults tend to use their phones like tools -- a sort of digital jackknife to perform tasks -- while most kids think of the phone as a device for social contact.  

The growth to provide relevant information for adults has been slower, but successful web destinations are popping up. Travel sites, such as Conde Nast's Concierge, financial resources like Yahoo (wap.oa.yahoo.com), as well as food reviews from Zagat-to-go, will all appeal to those with a higher earning potential.

Adult marketing, however, does not mean stodgy marketing -- The New Yorker is offering hysterical videos for people to watch, with advertising tacked on to them.